No More Winging It: Proven Strategies to Grow Your Small Business with Heather Ferrari

Tired of "winging it" in your business? In this episode, Heather Ferrari reveals proven strategies to grow your business with clarity, structure, and purpose—no more guessing or hoping things will work out.

What’s Covered in This Episode:

• The importance of having a clear growth strategy for your business.
• Heather Ferrari’s framework for scaling your business without the overwhelm.
• How to create actionable plans that align with your vision and goals.
• The mindset shifts necessary to grow your business intentionally.
• Real-world examples of businesses that have successfully scaled with strategy.

Heather Ferrari is a seasoned business, sales, and leadership coach. With over 25 years of experience in sales and business ownership, she brings a wealth of experience to the table. Together we explore how to drive lasting success in your business with  practical tips and transformative insights.

To learn more about Heather go to:
https://www.heatherferrari.com/copy-of-services-metodology

🤝Connect with Heather:
https://www.linkedin.com/in/heathermferrari/

💛Share with a friend who would enjoy this conversation.

Thank you for listening in! See you next week.

Transcript

Heather: [00:00:00] A lot of times people are winging it, and so they're having a hard time bringing it and they may just not have the right systems in place. Sometimes they're doing the same task over and over again, when we could actually automate that through processes through systems, giving them a better opportunity to save time.

It's time to reinvent.

Priscilla: Welcome to the lessons of entrepreneurship, the journey of reinvention. As always, I have an amazing guest for you here. Heather Ferrari, this is going to be amazing. 

Heather: Thank you so much, Priscilla. I'm Heather Ferrari. I am located in Salt Lake city, Utah, I'm excited to share some thoughts, some tips, experiences, help people in this crazy thing called business ownership. I've owned my own company several times. [00:01:00] I have been in small business my entire life.

I started working for my dad's business , at the wee little age of eight. And. I just fell in love with the opportunities that exist in owning and operating your own company.

Priscilla: It's so good to have someone who's , watched people building business. And then built a business being able to reflect , from all those angles is pretty amazing. A lot of entrepreneurs come into business with no prior experience and no reference as to what should happen, how should things look, and you're trying to Take your work experience and try to figure out how that fits in with you being an entrepreneur, a small business owner now.

It's an interesting journey to navigate. Now, Heather, I know that you work with a lot of entrepreneurs as a business coach, maybe there's some things that you see commonly we'll start there.

Heather: I was one of those people as well. One of the things that is very common is the business owner feels like they have to do [00:02:00] everything. And especially in the beginning, you might be the janitor, you might be the, person running to the bank. You might be the person that is cleaning the office space.

You wear multiple hats, but at some point you can't grow past what you're able to accomplish in. An amount of time. In the beginning, it makes sense. Cause you may not be busy. You may not have the clientele that you're looking for, but eventually you generally will pick up.

You'll start to have more business and then you have to start to let some things go. And that's hard for a lot of people that have built something with like blood, sweat, and tears, and then now they're just going to hand it over to somebody that they want to try to trust. So But not completely. I see that a lot as people just want to hold on to some things just maybe because they've always done it, or they feel like they're the best person for that job or position or task when in reality, we can really train most people to [00:03:00] do most things.

If we have the right process. I would also say that. A lot of times people are winging it, and so they're having a hard time bringing it and they may just not have the right systems in place. Sometimes they're doing the same task over and over again, when we could actually automate that through processes through systems, giving them a better opportunity to save time.

But then also, what are they doing with that time? So that's the next thing is sometimes when people are constantly working and then they start to delegate, they start to implement systems. Now, we have almost like a separate issues what should I be doing with this time? Because they've been busy up to that point.

Many transitions through the infancy stage. Then we're in the junior high, middle school stage and then, high school. It's like this whole transition each time they progress. Just having a good solid recruiting.

Process in place a lot of times business owners are struggling and [00:04:00] so they hire people just to take the burden off, but they may not be the right people. Because we didn't actually have a process to run them through and I'm not talking just look at a resume and ask a few questions.

There's many things that they could do to just make sure that their investment, the person that's applying investment as well as the business owner's investment makes sense for both of them.

Priscilla: , Heather. My brain is an overdrive and we're just a few minutes into this podcast. I told you it was going to be good. , when you talked about that emphasis stage, if you're a mom, you have this love hate relationship with the child always depending on you, but a part of you loves it.

And then once the child starts doing things for themselves, for you to back off and let them, do their thing. There's that little mama trauma that goes on there. Definitely we understand that even as business owners, you get to that stage where you become really good at doing everything and that has become your identity.

So letting those parts go, which is necessary for growth, there is that little bit of friction. I'm so glad you spoke about that. And about that, every level has different [00:05:00] tensions that you'll face, 

Heather: I like when we are challenged, every stage that we get to progress, we have those wins that we're able to use and progress in, but we're also able to now get into the next challenge and sometimes. I'm too stubborn I'm being led somewhere, but I'm being like, I'm not going to go that direction.

My stubbornness is I'm doing my way, and so being able to realize that, Hey, what is it that I'm trying to learn here? Or sometimes it's relationships people that started to help you in the beginning may not be what you need in this next transition. And that's hard because they were there in the beginning and they were your support, but you now may have outgrown in your business some of the people that supported you and that's hard sometimes is letting go of individuals or you're moving forward, but they're trying to hold you back.

And so you have to cut ties. That's really hard for a lot of people. Cause generally they've been with you for a few years or maybe They're not progressing and you want to. [00:06:00] And so how do you move forward and not feel like you're letting someone be down at the same time.

So sometimes those transitions are fun, you're excited, you're moving on, but there are sometimes some things that we need to learn along the way or take is those challenges is okay, I have to have tough conversations more often. That's a really good thing. Cause we get better at having those tough conversations.

It doesn't feel like it in the moment, but it definitely does change as you practice,

Priscilla: Tony Robbins says entrepreneurship is a spiritual journey. Many tough things that you have to fight with on the inside and on the outside. And, with the building a business part of it. I'm so glad you talked about that Maybe you can speak to the mindset shifts.

Cause I think for myself and maybe for some of the audience that may be listening, a lot of times when you're in that infancy and starting to get things going, you're hitting against some of your own limiting beliefs and you may not even realize it. You might actually think that this is the way the world is and it is actually.[00:07:00]

Your own ideas that you've put on how you think things should be. 

Heather: That is something that I continue to struggle with. Even as successes have happened in my life My mindset is a constant battle. I tend to feel like I have a solid foundation in my faith and in the family that surrounds me. I have that, but man, sometimes that voice is louder than what have set and laid out and know what I can depend on.

Sometimes it wins. Mindset for me. And a lot of my clients too, we're so tied up in the day to day that we forget to pause sometimes and take a second and just like reset. I've now come up with this thing for me and finding what works for my clients is important too.

But for me, I just need to scream it out for 2 minutes get mad, get upset. Let all of these things that I'm holding on inside to have that strong I can do it all. Give me more. I can take everybody's burdens, and it's [00:08:00] no, at some point I do have to like, release that.

I allow myself like a two minute tantrum. And then after that, now I have to reset what is really important here. And what do I just need to let go? For me, that works , for some of my clients, it's like they get on their bike and they go for a ride some go outside and just walk around their complex some of my clients, they set up themselves with a massage or they go to a yoga class in the middle of the afternoon just to, Get that mindset clean.

So it doesn't hang around for too long. There have been times in my life. Where it just feels like you can't get unstuck. Having those moments of just like a quick reset seem to help not have those lengthy. I call it head trash, like just where, it's not going to stick around for too long.

I visualize like a person in my mind, sweeping, and it's just coming out my ear for me. That works too. It was like, I just have to let it out. What do I want to stay in? What do I want to go? But I would say that mindset, especially in the beginning of a business. [00:09:00] is very critical because your highs are probably really high, but your lows are probably really low.

And again, we're very private sometimes about those things. We're usually not sharing the full story with people about what we're actually feeling. I know for moms, especially, right? Like we're just going to bury that sucker. Until we like lose our mind right on people. And that's not a great way to show up for those either in your work environment or at home.

Mindset is something that is a constant reset. I know that there are plenty of books out there . But it's just what you take action on and what makes the most sense for you. I also like to journal. You can't see my little, Journaling station behind me, but sometimes I just have to sit down get quiet and write something or look into, something that maybe is a podcast or something that brings me back into a good space.

I also find little clips of people pump up stuff, like you can do this, , you're [00:10:00] the best. I got this pump up music and you show up and then I'm like, okay, now I can get back to what I'm doing. So sometimes I reset is screaming, getting in the journal, because otherwise I don't want it to stay too long.

That's what I've learned over the years is you can have it for a time, but then we have to find ways to move on from it, not forget the experience and not pretend that it's not there, but we have to figure out a solution and those steps we need to take to move forward. But when you have all that stuff turning inside of you, it's hard to get an answer that makes sense for the solution you're trying to go for.

Priscilla: Like you said, some people, the research is physical. Some it's just like letting it out, journaling. Also, there's this keeping up appearances that , comes with a person starting a business and having that core group of people, fellow business people where you can just be candid.

And open, I think it's really important because a lot of times it's, people who are not [00:11:00] entrepreneurs and you're taking in what they expect of a business owner and then you play up to that and that makes things worse, but you always need to have that core group of people where you can actually say things are really bad or I'm really just stuck and I have no idea what to do and people looking for me to do something and I don't know what the next step is, 

Heather: if you're not finding that group, create one. A gentleman was involved in some networking events and gatherings , and he just wasn't feeling as fulfilled. So he started his own men's group people that were in the same time span where he was in his business.

Some people had run their business for 30 years and some had been running their business for eight to 10 years. And he loves it they meet once a month. One of the guys runs a HVAC, like air conditioning and heating company.

And he's I have got so many great ideas from him for marketing. And, one is a lawyer. And, just some of the processes that they go through to make sure everything's perfect, and so gather groups together, be that leader in [00:12:00] your business community.

If there's not something that you're seeking, create it. People will show up. What's also really cool about the small business community is they do want to support those that are around them and are in their community as well, even if they might be their competition, it's building up each other and helping each other sustain in that community.

Because when businesses leave, there is an impact on that community. There's a family, there's families who was working there. To be able to stay strong and unite, but also, create this group where you can feel supported. And again, with something you could take action on, I think that's one of the things you can read a thousand books, but if you're not actually doing something from them it's great to say you read them, but 

what can you do next?

Priscilla: absolutely. That's really key. The place where you can be yourself, it's like lady's , the people you can see without your makeup, you need those kinds of spaces , to go into, especially as an entrepreneur. Now, I know people love to hear [00:13:00] about strategies for growth. Maybe you can talk about, first of all, how to approach that developing a strategy for growth. And we can start there. Cause some people might be like, I hear the terms, but I don't really know how to frame them before I think about what to do next.

Heather: The easiest way for most small businesses to understand that is simple, there's really three areas that. I would say applies to most businesses, if not all its profit and its growth and its retention. Now, retention could be of the clients that you've worked really hard to get.

Or it could be the retention of your employees. It could be, Instead of just getting a whole bunch of business up front, like, how do we stop some of it from going out the back door where profit is, pricing products, profit is, finding the best approach to whatever it is that you're making or selling that is profitable, but still gives you the quality, and that could be, the number of employees that you have. There's so much that can fall into that, [00:14:00] but if you're looking for a growth strategy. Those would be the boxes that I would approach first. You're successful at a point. So some of those things are working already. Let's dig into those and figure out okay if you have been able to get this far with what your strategy has been thus far can you double it?

Can you triple it? And sometimes the answer is absolutely not. I'm exhausted. There's no way I could do three times as much as I'm doing now. So then I would be like, okay what can we automate? What could we delegate? What do you just need to get rid of? What are some of these things? And walk them through a process of, okay, what's working? How do we use what you currently are doing because sometimes 2 people want to reinvent the wheel, but it's always round and so we can make it stronger and we can make it more powerful.

But the shape itself is going to sustain. We have to start to maybe dig into those areas. Once you start to do that, you can [00:15:00] sit back and go, okay, I know I can't triple the amount of work that I'm doing to create the revenue that I'm looking for. So you maybe have to look for a salesperson or you may have to look for another person.

And then it's the strategy around how do we pay for them? Okay, let's dig into that. And now we're starting to think about solutions instead of just I can't do three times the work. It's okay, but what? Yeah. Could you still do and how do we take what's already working but make it a little bit better and then so much of that you're going to tuck away to pay for that person in seven months from now. We come up with a strategy and people want things right now. We all do. We all want things to be fixed right now. They make the pain go away. But the place that you're at didn't happen overnight. We also have to allow a little grace and allow ourselves to start to.

Look at things a little bit differently, but also know it could take several months. It could happen right [00:16:00] away. It depends on your resources. It depends on what you can invest. It depends on many things, but it could take more time than what you were thinking or it could take less time than you're thinking

Priscilla: it's good that you spoke about the salesperson. I think this is one that everyone goes through you start out and you are the sales person and You've not just figured out how to get it going. Cause most people, if you're not from a sales background, you need that training or find a way to, experientially become better at sales.

And then you think, okay, I probably need another sales person at this point. . But how do I do that? Are there creative ways that I can think about?

Cause you can think, okay, with what I'm bringing in and I'm selling on my own, if I try to bring in another person, I obviously need to pay for that person. Now, what is that going to look like?

That fear of how am I going to manage that? 

Heather: It goes back to that letting go first and foremost, like, you're a good sales person, but we also. Need to share that knowledge a lot of the times too. And it's not even more the investment [00:17:00] financially that people struggle with.

It's time because they're already feeling overwhelmed. The second piece actually is how do I invest in this person? I don't even have time to train them. Like I hear that. All the time, I don't have time or why would I train this person if they're just going to leave me, in a year or two from now?

We don't know that for sure. But what's better having somebody for 2 years than struggling and feeling the way that you are, because that's an assumption that they're going to leave in 2 years. What if they stay? There's that side too. And what if they grow the next salesperson because of the way that you train them up?

So think that we have also a idea of if I hire a salesperson, then they should just know how to sell. And the reality of it is depending on their experience and what they were selling. For instance, if you hire somebody to go sell a product cold or door to door or something like that.

But their experience is retail where people are walking in and talking to them. [00:18:00] That's going to be a totally different experience for that person. Do they have quote unquote sales experience? Yeah. They've approached a person that walks into their store already looking to buy something versus.

drumming up your own business, right? Going out and finding those clientele's that's something completely different. As a business owner, you have to get clear on your expectation of them cause if you grew your business by cold calling, by, going out there and going into all these networking events and doing all this stuff, then.

If you hire someone who doesn't have that, you will have to train them. You're going to have to show them the ropes. Versus just Oh, they said they had sales experience and they didn't work out. No, they probably didn't have the sales experience that you were looking for, and you probably didn't have the time to invest in their training.

I work with a gentleman right now that invests coaching into all of his salespeople. He knows he does not have the time. But I know his processes and I know what it takes to get them up and running. And so I [00:19:00] work with his sales team. Finding solutions like that if you know that's not your strong suit and you can invest that's an option.

Or, you get the one person going and you teach them and then you have them hire the next person and they get a cut from that person because they're the ones working with them. There's so many ways to be creative with how you pay a person, especially in sales. I think it's just more also about getting clear on what is it that you expect them to do every day?

Is it literally picking up the phone 250 times that takes a special person, that has done that has worked in a call center potentially. But that allows us to also recruit for someone who can be successful in that position. So sales is a big. Blanket or coverage for some very specific things actually.

I would encourage people to really not just go out and hire someone that you think would do good because they're friendly you got to really explain the nitty [00:20:00] gritty, the dirty stuff of what they're about to do so that they're not just I don't want to 250 times. Or they try and they don't have any training.

They don't know what to say. They get their first objection. They get hung up on, they get called bad names, right? Like they don't know how to overcome that. And so now it's not fun anymore. 

Priscilla: It's great because you gave us options if you want to hire someone and maybe give that person hire someone else or you want to outsource to a coach who knows your business and then they can do that because I know, teaching is not for everyone.

Some people just don't have the patience to deal with teaching someone and waiting for them to get things going. So it's so great that you've given us sort of an open mind as to how this can work and the different ways it can work. And also that being specific, I guess, at a call center is very different from.

Standing in a store with a brand that's known and people coming in already wanting to buy, and then you've just got to be friendly to them. And they already had their wallet out anyway. That's a very different thing. 

Heather: sometimes you don't need a [00:21:00] salesperson. You need someone to delegate the other stuff to. If you want to increase your revenue, and you are the best salesperson, , let's say that you make, X amount of dollars per hour, but you could hire someone to do, 80 percent of the paperwork and the grind and the following up with clients and things like that.

So you're just out hustling. Find that person instead of a salesperson. , get your house in order there, and then go and find somebody else. You can still increase revenue because if you're spending, let's say five hours on those tasks, but you could hire someone to do those tasks 30 hours that week, or, 25 hours that week, what is it for you up to do?

It gets you in front of more people. You already have your center of influence. You already have your people that you can call on and generate business. So that may be the fix. for where you're at in your business too, is not to jump into that next salesperson. It is getting somebody to get that piece of the followup and that process in order, and [00:22:00]then jump into maybe looking for a future salesperson with that support of that person.

That they can again, go out and hustle and generate the business. But we also have somebody on the back end that can manage the flow , because there's nothing worse than going and getting a sale. Selling it and feeling really confident in it. And then the process on the back end is terrible.

We lose that trust. We lose that. Fantastic customer experience because we don't have our stuff together, on the back end. So it could be multiple things in your business that are creating some of the slower revenue pieces. I would just say, start with those three buckets, dive into each bucket.

And then ultimately see what works the best for where you want to grow and, how quickly you can do that based off of the financial situation that you have.

Priscilla: That's so good. And it actually went straight into, time management , once you do hire people and you find [00:23:00] yourself with a little bit of extra time and you don't know if you twiddle your thumbs or what you should do with yourself at this point, but you know, you should be doing something.

Heather: Yeah. Take a breath, celebrate that moment, like feeling that for a second what do I do? It's probably been years since you felt like that. So definitely take that in, celebrate that fact. But I think that kind of goes back to even the original reason for hiring that person.

It's okay, I'm going to have to train them. I'm going to need the time to do that. And so just because you hire somebody also, please note star it, highlight this part. You have to spend time with them. Even though your week is free, you may need to work with them for an hour a day.

You may need to work with them for five hours a day, depending on how big the project is that they're working on or their level of skill. Yes, , our goal is to start to have that time. Patience in the beginning is going to be key because you will have to get that person up and running.

Some will pick it up quicker than others. [00:24:00] Great. And some may need a little bit more time. They may pick up one thing and need more time than another. At least for the first 30 days of their employment, I would say schedule an hour every day, even if it's just checking, how's it going? What are you loving?

What do you see as opportunities here? Cause again, you have somebody brand new in your business. The one that you've been looking at through like the lens you now have a fresh set of eyes to look at what may be broken or what there's actually better solutions for. So you want to hear that from them.

You want to gain their insight so far, now we don't necessarily want them to come in and change everything because they don't have that experience yet. Those are the fun ones. It's Oh, let's just rip everything apart and do it against hold on. I was successful to this point.

But with this working, but again, it's just another expectation of yourself is okay, if I'm going to invest the money. With that is going to have to come my time. It may feel overwhelming, especially in that 1st, 30 days where you're like, I just don't know if I can do this with this [00:25:00] person.

I would say, continue to work and develop them and you will be so much better off if you do that in the front end, then if you try to like, save a person on the back end we're now trying to resuscitate this person in the position where let's spend that time on the front end. And let's have them be.

Successful on the back end instead of struggling. 

Priscilla: It's, that reminded that you were selling to this person to come into your business and you now have to deliver an experience that keeps that person, not just your external client, but keeps the people that you're building up as your team to thank you so much, Heather.

We've talked about really growing. The business and things that entrepreneurs will face and things to think about, which has been really good. I think if we can end with talking about growing yourself, the business owner. 

Heather: It's not any more about the level of things that we have. The ability to learn, we call it YouTube university, right? If you need to fix a car, you could probably [00:26:00] figure it out by watching YouTube videos, right?

Like it's not any more about having access to education where, you know, back when people were trying to advance in a career, let's say. They would need to work there for so long. They would need to take a leadership course. Right now. It's not that because there's so much information out there on how to do certain things.

I would say as part of your schedule, invest time in yourself every day, even if it's listening to something like this for 30 minutes, even if it is reading, a book 10 pages a day. That's in the compound effect by Darren Hardy. It's one of my favorite books I've actually finished so many more books because , I can commit to 10 pages a day but just find those things that you can continue to stick to every day that is going to help you be better if you're struggling with recruiting, there's so much information out there for your specific business. If you look long enough to help you with that, if you're [00:27:00] wanting to open a business and you don't even know where to start, there's the ABCs of starting your own business, dummies version of how to start, your business.

It's not even about the information anymore. It's about what are you willing to commit? Yourself to, and you can't stop. So it's not just Oh, I've arrived. I hope in your mind you're not just checking it off to say, I did it, that you're wondering what's next.

You're doing this to never have a finish line. , you just know that if you continue to walk and have that pace, that you will. eventually get to where you want to go and then be able to continue to go from there. I love going to events where people are speaking because I don't know everything.

Sometimes we think we do, but listening to someone else's story has a huge impact. I love to read. I love to listen to podcasts. And I never used to like to read by the way, after high school and college, it was like, You just don't do that anymore. Getting into the habit of finding that piece of knowledge.

When I read a book, [00:28:00] my goal is to take one thing away from it. Cause there's so much good stuff in things that you read or that you're learning, but just take one thing away from it that you would implement. And that's hard sometimes when you feel inspired by multiple things, but just take one.

You can always go back to the book. You can always go back to listen to whatever it was that you were inspired by. But just take one thing away and not try to change the whole world, your world in a day, know that this is going to be a long journey for you. 

Being long sighted, really thinking long term and walking a journey. I'm going to put you on the spot now

You're a business coach and the one thing to remember. Heather Ferrari 

fail, just fail as many times as you possibly can. And with integrity, with grace, with, the power of, you can say that you failed because now we can move and do something different. Some of the [00:29:00] best things in my life have come from the ashes of destruction, which at that moment felt like there was no way forward.

But man, to now be able to look back and realize that's exactly what had to happen for me to leap into the next thing, we get comfortable, and so sometimes those challenges we're faced with is because we need to get uncomfortable, we need to make some changes. And so I hope that somebody would say she told me to fail.

Because how many times are people out there telling us especially as a mother it's all these things that we should be doing. What about the things that we've completely failed at? Like, why can't we talk about those?

When you said, get your girls together and not have to wear makeup. Why can't we just talk about you know what? I really. Was terrible at this today, or this week has been so demanding on me and I am failing all over the place because the reality of it is you'd probably not, but it feels like it.

And so [00:30:00] identify those things and, live in those, breathe in those, and then realize that there's going to be another failure down the road, but there's going to be a ton of success between now and that next fail. I definitely would not be where I am today if someone didn't tell me that cause I'm a perfectionist by trade.

And I want things to be a certain way. , ask my daughter, and at the end of the day, it's yeah, but if she's not feeling, how was she learning? The same applies to me. If I'm not feeling, I try an idea, reading a book and it could just be , a terrible thing for me.

That's the other thing I have learned is like, when I do fail, that's okay. Just allowing myself to acknowledge the failure, do what I need to do, move on, stay put for a little while, whatever that is, but just to acknowledge it and know that there will be something bright that comes from it.

I just have to be patient and willing. Sometimes too. I don't know if you've ever felt this Priscilla is in order for me to take in the next chapter. Like I have to [00:31:00] let go of. The one thing that I don't want to, or the one thing that I'm trying so hard to accomplish, I just need to fail at it, even though I'm not really failing at it.

It's just time to let go and move on so I can receive. The next great thing. I hope that answers your question and I hope that your listeners are encouraged to mess it up and encourage your employees to mess it up. That's the other thing is they're not perfect, right? Let them mess stuff up because when they do and you come to them and be like what would you do differently?

How would you have done that differently? Walk me through that process. They're learning. And if we're not failing, then. We're definitely not improving either. So it's a double edged sword. I guess.

Priscilla: It's all been tied perfectly into a bow because that's growth and that's amazing. Thank you so much, Heather Ferrari to the audience, please. If you can go to heatherferrari. com and find out more about Heather, and I'll put a link [00:32:00] down below. If someone would like to book a call with you and find out about your services, please tell us where can they follow you if you're online or where can they learn more?

Heather: The best way to get in contact with me is through the website. You can find me on LinkedIn, but if you go to my website, there is a spot that you can click on the contact form. That'll give me your information, what you're also looking for, because I may not be the fit that you're looking for.

And I can tell you that right away, but if it is something that we both feel good about moving forward with, we'll book a quick call. We'll dive into some things and then see if it makes sense for someone to move forward into coaching. But right now, the best place to find me is through my website that you gave.

Priscilla: Heather Ferrario, Business Growth Coach. That's what we're going to call you for this podcast episode. Thank you so much. It's been awesome.

Heather: Thank you so much, Priscilla. What a great host. I appreciate you.